Did you know some duplicates are not real duplicates?
John is a happy husband and father of three.
He likes hiking and beautiful landscapes. A lot of outdoor activities. He prefers Asian food and large bedrooms.
John is also a Sales executive that travels a lot for work. He likes to sleep in the city center, near the business district. Doesn’t care about the bedroom size but Wi-Fi is mandatory.
For a hospitality brand, John can be a nightmare. If they de-duplicate the record!
Sometimes, having two records for the same person can be the best solution.
As a matter of fact, if you have a look at the Customer Data Platform, it will unify John’s profile but can keep the 2 personae (if CDP users addressed this use-case).
Whenever the brand is big enough to have a wide range of products, it must deal with customers with multiple personalities.
A car dealer also drives a car…
So, what should you do about this?
#1 Identify them
Whether you have a Customer Data Platform or not, you should list all your schizo subscribers.
Again, let’s study John’s example.
John may be a bit annoying when with his family: regular complaints, weird demands, and not much of a spender.
When traveling for work, it could be the exact opposite in terms of demands and spending… with benefits: maybe John has a big influence on his co-worker’s choice of hotels.
If you don’t know that, you could end up providing a bad experience to “family John” and lose a dozen of regular guests.
So, yes. Identify them.
#2 Upgrade them
Once you have listed every subscriber’s different identity, treat each of them at the same level as the highest-ranking persona.
If Sales rep John is a VIP, then treat family John as a VIP.
And vice versa.
Most of the time these customers bring the highest revenue, invest in them.
You have two goals here:
- Nurture your best customers
- Identify which personality is the most valuable
#3 Create more schizo customers!
You now know who your schizo customers are and have a list of identities with benefits.
Turn this upside down.
Try and identify a persona look-alike based on your contact database and enrich it with another identity.
Yes: ask for work or family or hobbies information.
Extend your customer knowledge.
Add their spouse to your list.
You’ll be able to be smarter for upsell and retention.
First-party data is a weapon of choice these days. Use it!
Have a nice week!
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